Sponsor (July-Dec 1951)

1000 WATTS Charleston's most far reaching station When you're looking over the facts, Mr. Timebuyer, remember this when you get to Charleston: WPAL has created its own market. There are 65,000 negroes in Charleston County alone — served by negro air personalities exclusively by WPAL. Take into consideration also, the 21 surrounding counties served by WPAL's clear channel coverage — and you'll find in the neighborhood of 250,000 negroes listening daily to Bob Nichols ("Blues 'n' Boogie", "Jive Parade", "Harlemoods"), and Emmett Lampkin ("In the Garden"). Yes, nearly half of our broadcasting hours daily are devoted to cultivating this large, ready-to-be-sold audience, with our own negro personalities. This means something: WPAL is the only Charleston station using members of their own race to sell the Negro Market! It took Bill Burns only one month of newscasting at 8:00 AM to raise district sales of a nationally advertised beer 10%. Burns is one of the many top personalities on KO\ who can promote your product. Ask Weed & Coinpan} for the complete Pittsburgh Btor) ami availabilities. KQV Pittsburgh. Pa. MBS — 5,000 Watts— 1410 BMI SIMPLE ARITHMETIC IN MUSIC LICENSING BMI LICENSEES Networks AM FM TV 23 2,241s 354 103 Short-Wave Canada 4 150 TOTAL BMI LICENSEES . . 2875" You are assured of complete coverage when you program BMI-licensed music *As of Nov. 12, 1951 m,. "wm„. BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD 84 ally, the radio timebuyer has been asked to take on TV duties, too — thus adding to an already complex, and underpaid, job. To what extent are timebuyers' promotion chances blocked? By and large, SPONSOR learned, timebuyers are rarely permitted to graduate beyond serving as head of the timebuying department. The positions with all the folderol and pleasant boodle — account executives and media directors — are more often than not assigned to recruits from the space department. Naturally, there have been exceptions. Bill White of Pedlar & Ryan is an ex-timebuyer who handles the Camay account for P&G; Gertrude ScanIan, ex-timebuyer at BBDO, now handles the Wildroot account, with her sister, Eleanor, still holding the fort as timebuyer; Ted Fisher, ex-timebuyer at Ruthrauff & Ryan, is now one of the Camay account executives at Pedlar & Ryan; and Stanley Pulver, extimebuyer at Dancer-Fitzgerald, is now Lever Brothers radio/TV media director. But, as Phil Kenny, head timebuyer at Kenyon & Eckhardt. explains, "These kind of promotions are hard to get and very few. Largely, it's because, up until now. many timebuyers haven't got the social recognition or money that they deserve. Our agency is probably an exception. We timebuyers get recognition from the account group, and often consult directly with the clients."' A contrasting point of view is expressed by Charles Wilds, timebuyer at N. W. Aver. "In a way," he maintains, "I cant blame an ad agency president for confining timebuyers to doing just that. After all. once a timebin er has learned all the ropes, the top man might well be reluctant to channel him into another field. He'd have to go to all the trouble of training a new man for the rather complex job." Others, within the industry, though, contend that because the timebuver is roadblocked into a rut, he's apt to get bored, and seek out another post. This i> attested to, in part, by the numbers of timebuyers who leave the fold to become more highly paid station representatives. To what extent are timebuyers inadequately trained? Many believe timebuyers lose stature within the ad agency because they are usuallv drawn into the job on an in SPONSOR